Posts Tagged ‘Geo-Stories℠’

Three Reasons Why Mobile Qualitative Should Be Part of Your Research Arsenal

Posted on: October 19th, 2017 by doyle

From the desk of Kathy Doyle

Mobile qualitative has been a viable method for over 10 years.  But as the technology has improved so have the possibilities.   If you haven’t considered mobile research—or considered it recently — I’d like to give you three reasons why you should:

The Ubiquity of Smartphones

According to a Pew Research study, 77% of Americans now own a smartphone, and among Millennials that number climbs to 92%.   People consider their phone a natural extension of themselves, and rarely if ever leave home without it.   Mobile methods capitalize on the fact that we are not asking respondents to do anything unnatural or unfamiliar.   It’s become a selfie culture, and many smartphone users already obsessively record every moment of their lives.  So why not consider harnessing this behavior to better understand your customer?    Short of moving in with them, you can’t get better access!

Behaviors In-the-Moment and On-the-Go

Mobile research provides an unprecedented opportunity to observe and capture behaviors when they are naturally occurring– in-home, in-store, in-car, or anywhere else.   Not because we asked them to do something and report back to us, but because they were authentically doing it in their own time for their own reasons.

For one of our clients, we intercepted potential respondents as they entered a geo-fenced location–in this case, a car dealership– and invited them to participate in a phone interview immediately following their visit with the goal of understanding and enhancing the consumer experience.   As you can imagine, the level of detail and emotion as they reported on their experiences was far greater by talking to them in-the-moment than it would’ve been had we asked them the same questions six weeks later.

Behaviors Over Time

With in-person ethnography we usually observe behaviors at a single point in time, primarily for practical reasons.   While there is no substitute for spending time with your customer, and seeing their lives in context, mobile ethnography gives researchers the ability to capture behaviors as they occur over time.   This allows us to pinpoint patterns and triggers that often do not surface in a single visit.    A good compromise is to conduct a hybrid study:  an initial visit with the respondent in-person, followed by a mobile assignment over time.

Imagine asking a respondent to keep a week long mobile journal to “show and tell” each moment related to making daily dinner decisions:  the planning (what triggers a dinner decision), shopping (use a list?  make an impulse purchase?  shop a sale?); preparing (challenges); serving (what “makes” the meal); and even daily self-reflections (wouldn’t it be great if…).    How much richer the insights would be than asking a respondent to recall this information in a traditional research setting.

If these are not reasons enough to consider incorporating mobile into your research plans, here are three more.   When participating via mobile, respondents:

  • Are less apt to censor or filter their opinions and actions because of a sense of anonymity
  • Can be less self-conscious than when a moderator is present
  • Can complete assignments anywhere, at any time of day (and can receive text alerts to remind them to do so)

Want to learn more?    Download our free eBook on mobile research.

And if you’d like to discuss whether your research objectives could be addressed utilizing a mobile method, email me at kdoyle@doyleresearch.com.

 

 

 

 

 

 

Kicking the Tires: The Automotive Path to Purchase

Posted on: May 14th, 2015 by doyle

From the desk of Alice Morgan

What We Did

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In the Summer of 2014, Doyle Research and DrivingSales, an automotive dealership consulting and training company, conducted a comprehensive research program to diagnose the automotive path to purchase and enhance the dealership experience.   We used cutting-edge GPS technology to intercept auto shoppers, at the dealership, to get authentic in the moment insights.   In addition, video diaries, ethnographies, dealership shopalongs and webcam interviews were all utilized to uncover the pivotal dealership communication touchpoints at each stage of the buying process.   An online quantitative survey was then conducted with 1,300 new vehicle purchasers.

What We Found

Many new vehicle shoppers find the car-purchasing experience stressful and unpleasant. Over half indicated they would buy new cars more frequently if it weren’t such a difficult, intimidating and unpleasant process.

Game Changers

Dealerships have gotten slightly better over the years. The problem is, other verticals have gotten substantially better. Other categories provide unfiltered reviews, pricing transparency and a low-pressure retail environment. Car dealerships don’t.

Poor Dealership Websites

They’re cluttered, confusing, hard to navigate, and shoppers don’t trust the information provided. Over half of new car shoppers don’t visit dealership websites at all. Shoppers rely on third party sites instead.

Outdated Communication Practices

Nowadays people don’t want to talk to their nearest and dearest, let alone to a car salesperson. Dealership contact forms requiring phone numbers and sales strategies emphasizing personal contact backfire, particularly among Millennials.

Too Little, Too Late

The result of all these barriers is that car shoppers avoid interacting with the dealership until very late in the process. When they do visit they often have a poor experience with a salesperson they just met and don’t trust.

Ripe for Disruption

The system is broken due to lack of trust and changed expectations. Car dealerships need to rethink engagement, provide greater transparency, and forge connections with new car shoppers earlier in the process. Old school car dealerships are ripe for disruption. If they don’t change to meet the needs of today’s car shoppers, they will be replaced.

Want to learn more? Doyle is presenting this research next month at IIeX in Atlanta. Hope to see you there!

 

In With the New: New Qualitative Methods, New Apps, New Year

Posted on: January 21st, 2015 by doyle

New Qualitative Methods

2014 was an innovative year at Doyle Research Associates. We continue to find and refine effective ways to use the latest technologies to enhance qualitative research methods.

  • We launched a new product called Geo-Stories,℠ real-time geo-validated phone interviews conducted at the moment of product experience. In 2014 we intercepted and talked to people as they shopped at convenience stores, grocery stores, and even car dealerships!
  • We devised a strategic framework showing how qualitative research adds value throughout each stage of the product lifecycle. Check it out here.PaulVideoGlasses
  • Ever wanted to see exactly what your customers see? Try video glasses. These glasses take shopper insights to a whole new level, as this video clip illustrates. 

New Apps

Here are some apps that we have discovered in the past year:

  • There are some good apps to help participants create collages, like Moldiv with many visually interesting layouts;  and to organize photos like Mosaik and Skitch by Evernote that allows participants to mark-up and annotate PDF images.
  • For the travelers and road warriors out there, check out Waze. It is a map with crowdsourcing or “real-time help from other drivers.” The app will reroute you around construction, alert you of accidents, police on highways and vehicles stopped on the side of the road, as reported by other users.
  • TweetDeck makes using the fire hose that is Twitter more informative and manageable by organizing followees into categories of interest.

New Year

  • Doyle Research will be presenting “Fire the Moderator! Why You Don’t Have to be There“ at The Quirk’s Event on February 23-24, 2015 in Brooklyn, NY.  We hope to see you there!

 

Geo-Location Technology + Qualitative Insights = Geo-Stories℠

Posted on: April 29th, 2014 by doyle

From the desk of Carolyn Jillson

It appears that Spring is finally here!  The Water Taxi  is back  in business on the Chicago River, and chairs have reappeared on the rooftop deck of our office building.  We at Doyle Research are particularly energized by some exciting new product offerings that provide new ways to achieve qualitative insights.

Geo-Stories Graphic

We have used evolving smartphone technology to create Geo-Stories℠, a new product that allows you to find your customers at the moment of product experience (grocery store, c-store, car dealership, QSR, movie theater, etc.)  and interview them on the spot.   Essentially, Geo-Stories℠ are natural intercepts with benefits:   they are less intrusive,  capable of collecting multi-media inputs and allow the researchers to bounce around the country in moments.  Check out a case study: http://doyleresearch.com/geo-stories/case-study-geo-stories-snapshot.

Looking for the why’s of In Home Usage Testing? As a complement to the traditional quantitative IHUT, we have also launched IHUTnographies℠. These in-depth virtual interviews allow you to watch consumers experience a product from shelf to trial to use in their own home. Using a mix of video journaling, webcam interviews and bulletin boards, we have tested new foods, kitchen products, and in-store services. The feedback is rich and insightful and, in several recent cases, has caused the client to redirect their energies to focus on a problem they did not know they had.     http://doyleresearch.com/services/ethnographic/ihutnographies-2/

Finally, We hope to see you at the Market Research in the Mobile World MRMW conference in Chicago May 27-30, 2014.  If you plan on attending, make sure to check out Kathy Doyle’s session on our newest mobile method, Geo-Storiessm  http://www.mrmw.net/agenda-chicago2014

Kathy will also be presenting “Geo-Storiessm : The Real Deal” at the Insight Innovation Exchange IIeX in Atlanta June 16-18, 2014 http://www.iiex-na.org/speakers/kathy-doyle-2/